Review on the Impact of Social Media Marketing on Student Enrolment Decisions in Private Universities/Institutions

Abstract

Over the past decade, social media have become integral to our daily lives. They have transformed how people live and become one of the important means of communication, entertainment, and social interaction. Students have significantly increased their usage and time spent on social media. Private Universities recognize the importance of social media and utilize it as a communication tool to attract prospective students and encourage enrollment in various programs. This article reviews the recent research on how social media marketing impacts student enrollment decisions. The objective is to identify effective tools in social media that impact students’ enrollment decisions. Ultimately, the result shows that advertising, promotion, content marketing, and word-of-mouth are effective tools in social media to influence students’ decisions in enrollment in private universities and provide recommendations for further studies.